Amazon Bolsters Prime Again with Prime Reading

Subscribers to Amazon.com, Inc.’s (NASDAQ:AMZN) Prime service now have acess to over 1,000 books and magazines as part of their benefits, the company announced today.

Available now, Prime Reading is a sort of companion to the company’s Prime Video service, which offers thousands of movies and TV shows on demand. The book titles in Prime Reading are expected to rotate every few months, similar to Video.

Screenshot of Amazon Prime Reading

Amazon continues to rapidly add additional value to its $99-per-year Prime service, which started out offering free two-day shipping on millions of items. It has since evolved to include video and music streaming, photo storage, video game benefits, and much more.

From the company’s press release:

“Prime is the best deal in the history of shopping and today it got even better,” said Greg Greeley, Vice President Amazon Prime. “Prime members can now enjoy an awesome selection of books including The Hobbit, Harry Potter and the Sorcerer’s Stone, The Man in the High Castle, plus magazines and more with Prime Reading – all for free on any device.”

“This is a new and exciting way for our premium brands to reach and engage with Amazon’s Prime members,” said Monica Ray, Executive Vice President of Consumer Marketing at Condé Nast. “Prime readers can now keep up with all the latest news, trends, tips and so much more with the rotating selection of our magazine brands.”

While Prime Reading isn’t likely to be a huge contributor to Prime subscriber growth, it is another factor in the service’s goal of becoming a “no brainer” subscription for consumers.

Amazon shares rose $3.23 (+0.39%) to $837.26 in premarket trading Wednesday. AMZN has risen 23.4% year-to-date, versus a 5.29% gain in the benchmark S&P 500 index during the same period.

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